"Late last year, a consortium of ad tech companies launched AdCP to create a lingua franca that standardizes AI-driven ad buying across platforms. The newly unveiled Agentic Roadmap builds on established standards, including Model Context Protocol and the Tech Lab's Agentic RTB Framework and Global Privacy Protocol, just to name a few. The IAB Tech Lab is also making a significant (but unspecified) engineering investment focused on AI development, since money talks louder than buzzwords."
"Omnicom Media unveiled a new tie-up with Walmart to connect the retailer's purchase data to the holdco's influencer efforts on Instagram. Pairing purchase data with social media popularity is hardly a new idea. Omnicom inked a similar deal with Walmart last year to help secure brand deals with TikTok influencers known to boost store sales. By adding Meta to the mix, Omnicom hopes to widen its access to creators and get a better sense of which ones inspire real business outcomes."
Industry groups and ad tech companies are creating standardized protocols for agentic AI, including AdCP's lingua franca and an Agentic Roadmap that builds on Model Context Protocol, the Agentic RTB Framework, and Global Privacy Protocol. The IAB Tech Lab is committing engineering resources to AI development. Omnicom Media partnered with Walmart to link purchase data to Instagram influencer campaigns, expanding prior TikTok-focused deals to better measure creators' business impact. Brands use influencer discovery tools to target niche creators, while purchase data can reveal unexpected top performers. Retailers are testing and deploying chatbot shopping agents for ad placements.
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